Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy
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Overview & Introduction Online Marketing & Digtital Strategy

Overview & Introduction Online Marketing & Digtital Strategy

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    Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy Presentation Transcript

    • Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
    • Session Overview
      • Introductions
      • Course Overview
      • Reading Materials
      • Project Specification
      • Overview of Digital Landscape
      • Digital Strategy & Planning
    • Course Overview
      • 6 week course
      • Project Assignment Based
      • Lectures, Hands-on group work, class presentations
      • Assignment due 3 weeks after final class
      • Class participation is key
      • Essential to read suggested course materials
        • blogs, books, reference sites, podcasts, webinars etc…
    • Time Table Dates Times Activity May 21 st 2011 10.00-16:00 Class May 28 th 2011 10.00-16:00 Class June 11 th 2011 10.00-16:00 Class June 18 th 2011 10.00-16:00 Class June 25 th 2011 10.00-16:00 Class July 2 nd 2011 10.00-16:00 Class
    • [email_address]
    • Course Overview
      • Developing and executing Digital Strategy
      • Digital and Online Marketing Programmes
      • Content Marketing Programmes
      • B2C and B2B Online Marketing Tactics
        • SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile
      • Social Media Marketing Strategies & Tactics
      • Online Sales Optimisation
      • Digital Media Content Creation
      • Implementing Measurement Programmes
    • Reading Lists
    • Readings
      • Core Text Books
        • New Rules of Marketing and PR – David Meerman Scott
        • Now is Gone – Brian Solis
        • Engage – Brian Solis
        • Groundswell – Charlene Li and Josh Bernoff
        • Web analytics 2.0 - Avinash Kaushik
        • Advanced Google AdWords – Brad Geddes  
      • Supplementary Reading :
        • Flip the Funnel – Joseph Jaffe
        • Web analytics : an hour a day – Avinash Kaushik
        • Landing Page Optimization: The Definitive Guide to Testing Time Ash
        • Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg
        • Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg
    • Podcasts
      • Podcasts
        • Forimmediaterelease.biz
        • Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)
        • Marketing Over Coffee
        • PPC Rockstars – David Szetela
        • Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio
        • Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/
        • Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/
        • On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx
        • Marketing Experiments – Website Optimisation
    • Websites
      • Digital Marketing
        • http://www.marketingprofs.com
        • http://www.marketingsherpa.com/
        • http://www.twistimage.com/blog/
        • http://econsultancy.com/
        • www.adage.com
        • http://johnbell.typepad.com/
        • www.mashable.com
        • www.rww.com
        • www.emarketer.com
        • www.junta41.com
        • www.hubspot.com
        • http://sethgodin.typepad.com/
    • Social Media
      • Social Media
        • www.webstrategist.com/blog
        • www.brandrepublic.com/
        • http://www.socialmediatoday.com
        • www.techcrunch.com
        • www.mashable.com
        • http://blogs.forrester.com/groundswell/
        • http://www.casestudiesonline.com/
        • www.nevillehobson.com
        • http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
        • http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
        • http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/
    • Online PR
      • Online PR/Communications
        • http://www.webinknow.com/
        • http://www.nevillehobson.com/
        • http://www.steverubel.com/
        • http://blog.holtz.com/
        • http://kdpaine.blogs.com/
        • http://darmano.typepad.com/logic_emotion/
        • http://www.shivsingh.com/goingsocial/
        • http://www.theharteofmarketing.com /
        • http://www.insidepr.ca/
        • http://www.acrossthesound.net/
    • SEO
      • SEO/PPC
        • searchengineland.com/
        • searchenginewatch.com/
        • www.mattcutts.com
        • www.seroundtable.com/
        • http://www.seomoz.org/
        • www.toprank.blog.com
        • www.searchenginejournal.com/
        • www.seobook.com
        • www.seochat.com/
        • www.semrush.com/
        • www.googlerankings.com/
        • www.sitepoint.com/article/ultimate-seo-checklist
        • www.searchengineguide.com/
    • B2B Sites and Products
      • B2B Marketing and Lead Management
        • blog.startwithalead.com /weblog/
        • marketinginteractions.typepad.com /
        • www.leadsloth.com
        • www.propellingbrands.wordpress.com
        • www.leaddogs.com
        • www.market2lead.com
        • www.churchofthecustomer.com
        • www.customerexperiencematrix.blogspot.com /
        • www.funnelholic.com  
      • B2B Marketing Products
        • www.alterian.com
        • www.eloqua.com
        • www.marketo.com
        • www.reachforce.com
        • www.genius.com
    • Websites
      • Analytics
        • http://www.webmetricsguru.com/
        • http://www.kaushik.net/avinash/
        • http://lifeanalytics.blogspot.com/
        • http://andrewchenblog.com/list-of-essays/
        • http://blog.revahealth.com/
        • http://crazyegg.com/
        • http://haveamint.com/
      • A/B & MultiTesting
        • http://www.abtests.com/
        • https://www.google.com/analytics/siteopt/splash?hl=en
        • http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
        • http://www.vertster.com/
        • http://www.whichmvt.com/
    • Google/Conversion Related
      • Google Related
        • www.google.com /support/forum/p/websiteoptimizer?hl=en
        • www.google.com /webmasters/
        • www.google.com /support/conversionuniversity/
        • www.google.com /adwords/webinars/agency.html
        • www.google.com/insights/search/#
        • adwords.google.com /select/AdTargetingPreviewTool
        • adwords.google.com /select/KeywordToolExternal
        • www.google.com /trends
      • Keywords
        • freekeywords.wordtracker.com /
        • inventory.overture.com /d/searchinventory/suggestion/
      • Online Conversion Related
        • conversionroom.blogspot.com /
        • www.widerfunnel.com /proof/case-studies
    • Digital Planning Template
        • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
      • http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/
    • Core Components of Digital Strategy
    • Core Components of Digital Strategy
      • Have clear and defined business objectives for your Digital Programmes
        • Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
      • Know exactly who your audience is – and where they reside digitally
        • Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
      • Develop a content strategy for your site and digital channels – that adds value for your customers
        • “ Whats in it for me” – always from the customer perspective
        • Use customer lexicon – not yours
      • Create Activation and Conversion points within your digital assets
      • Build relationships – not always selling
        • Funnel marketing, top of mind, inform, educate and entertain
      • Optimise and Measure performance across all digital channels
    • Key Online Marketing Tactics
      • Content & Inbound Marketing
        • Website, blog, social platforms, partnership sites etc…
      • Search Engine Marketing
        • PPC, Display and Affiliates
      • Social Media Marketing
        • Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
      • Mobile Marketing
        • Location Based, Text, Advertising, Coupons, Offline-Activation
      • Search Engine Optimisation (SEO)
        • Structured & Planned Content, Optimismed Vocabulary, Links
      • Email Marketing
        • Email Service Providers, Acquisition and Retention, Lead Nurturing
      • Measurement and Analytics
        • Clear Objectives and Benchmarks
    • Iterative Approach To Creating Digital Marketing Plans and Strategies
    • Iterative Digital Marketing Strategies
    • The Changing Digital Landscape
    • Traditional Marketing Vs Social Engagement
    • Proliferation of Channels
    • Social Media Landscape
    • Digital Consumption Trends
      • 1.85 Million people currently on Facebook in Ireland
      • Approx 200K on Twitter
      • Approx 200 Million People per month access Facebook on mobile Devices
      • The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010
      • 70% of online adults, ages 55 and older, use social tools at least once a month
    • The Rise of Facebook
    •  
    • Businesses & organisations must embrace a more social engagement because it is happening with or without them
    • Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
    • Marketers need to understand the dynamic of communities
    • Differentiated Digital Media Model
    • Digital Marketing Media Mix
    • Content & Inbound Marketing
    • Hubspot – Inbound Marketing Company view
    • Inbound Marketing Characteristics
    • Characteristics
      • Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
      • Creates a less-frictional way of converting prospects into sales
        • When used in conjunction with lead management systems
      • Helps build long-term relationships rather than one-off sales
      • Creates stickiness to your owned media assets (rather than to paid ones)
      • Once started, provides an ongoing process and framework to control and publish valuable information
    • Digital Strategy & Planning
    • Digital Strategy & Planning Source RedAnt.co.uk
    • SOSTAC Framwork
    • Using RACE for Digital Marketing Optimisation
    • Planning Phase
    • Planning Phase
    • Planning Overview
      • Define business objectives
        • Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc..
      • Define audience and break down into personas & needs
        • Personas, Influencers, Advocates,
        • Demographics, Psychographics, SocialGraphics etc.
      • Audience locations and value of each audience segment
        • Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs
      • Aligning digital strategy with brand
        • What is the tone, voice, perception currently presented
    • Research Channels
    • Personas
    • Location Setting
    • Goals and Audience Location Analysis Source RedAnt.co.uk
    • Creation Phase
    • Creation
      • Once strategy, audience, locations are known
        • Start conceiving, designing and creating tactical solutions
      • Identify themes, channels, tone, aims for each tactical channel and initiative
        • PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
      • For B2B business map out buyer and sales cycles
        • Align marketing and sales organisations
      • Initiate a content marketing production programme
        • Map this out along with personas and buyer cycles
      • Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
    • Mapping audience, solutions and projected ROI Source RedAnt.co.uk
    • Measurement
      • Key Performance Indicators
        • Measures that help you understand how you are doing against your objectives.
        • highlight success, or failures, for the objectives you have created for your organization
      • Business Objectives:
        • Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
    • Typical Trackable KPIs
      • Increase Rate & Value of Conversions
      • Increase Average order size (ecommerce apps)
      • Increase Customer Lifetime Value
      • Increase Average Revenue Per User
      • Reduce Cost per Lead & Cost Per Sale
      • Reduce Core Bounce rates
      • Increase Frequency and Return rates
      • Reduce Abandonment rates
    • Metrics
      • Traffic Related Statistics
        • # Page Views, Visits, Unique Visitors
      • Channel Statistics
        • Decomposition of Organic, Paid, Email, Direct etc..
      • Social Stats
        • # of Twitter, FB, Blog, LinkedIn followers/comments
      • # of 3 rd Party Links
        • Partners, Referrals, Promotions, Affiliates
      • # of Newsletter signups
      • # of Site Specific Downloads
        • Webinar Views, Articles, Whitepapers, podcasts
    • Simple KPI Framework
    • Actualisation Phase
    • Actualisation
      • Real-time implementation of each channel, campaign and platform
      • Engaging and interacting with your audiences
      • Reacting to issues and tweaking campaigns as they proceed live
      • Constantly compare performance with projected KPIs created during the previous phases
      • Create a cross functional communications feedback loop to resolve all issues and update status
      • Capture all lessons learnt in a repository in order to feedback into an improvement process
    • Evaluation Phase
    • KPIs & Goals set in the Creation Phases should be assessed according to actuals
    • Evaluation Feedback loop
      • Implement a continuous learning and improvement framework
      • All findings and experiences should feed into subsequent phases, campaigns and initiatives
      • Refine reporting process
        • Improve ROI metrics in their broadest sense
        • Educate management through correlation of digital and business goals
        • Iterate constantly
    • Questions & Answers
    • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
    • Thank You